Bollywood channel Zing creates India's first channel innovation

Media News

Mumbai, October 21, 2010

The channels are innovating to keep the viewer hooked. First came the Astons bands and Bugs. The advertiser was assured a constant presence during a show. But the viewer still was switching channels, irritated with the frequent ad-breaks. So to keep him hooked the channels came up with the concept of break-free programming. The viewer was hooked, but what about the advertisers? Hence the advent of the L - shaped Astons and windows. The viewer and the advertiser both felt they had won. In reality, the channels had just come up with an innovation to keep both happy.

And just when the innovations were getting limited, India's premier Bollywood channel Zing shows the way forward. In a first of its kind association, Zing has integrated the popular toiletries brand Lux in its channel identity, channel logo, the channel menu cards and its morning songs program called Chillax Mornings, for a period of three weeks.

Lux has been associated with Zing for quite sometime now and Zing has come up with quite interesting branding innovation from time to time. For the launch of our new soap Lux Lotus and Cream, the brief was simple - something radically different.

In a bid to do what has never before been done in the Indian television space, Zing has redone its color scheme from a red and white combination to the purple and cream one that Lux is using for its new soap. All the peripherals of the channel packaging reflect the same. Its an interesting box that ZING has opened. It needs to be seen how the others react to it.

The future sure looks promising…or should I say innovative.

Zee Entertainment Enterprises Ltd.

Ritam Chakrabarty

Mobile: +919833294111

Email: ritam.chakrabarty@zeenetwork.com